TYRIEK MCDANIEL
Get in Touch
Tyriek McDaniel
Marketing Technology & Digital Product Leader • 15+ Years Experience

Bridging marketing, technology, product, and data.

Executive product and MarTech leader specializing in transforming complex marketing platforms, continuous product discovery, systems integration, and customer journeys into scalable enterprise revenue engines.

Executive Operating Principle
“I used the marketing platforms. Then I led the people using them. Then I led the technology teams building and integrating them. Now I manage the products and data behind them.”
Tyriek McDaniel • Leadership Philosophy
Explore Selected Case StudiesView & Download ResumeContact Tyriek Directly
$1M+
Annual Paid Media ManagedOmnichannel acquisition & direct-response scaling
~20x
Uplift in Monthly UpgradesValidated through continuous discovery & UX research
15+ Yrs
MarTech & Product LeadershipEnterprise platform scale & cross-functional teams
40+
Discovery User InterviewsRigorous qualitative hypothesis & prototype testing
Strategic Executive Profile

The Uncommon Intersection

Most digital organizations suffer from an invisible tax: marketers don’t speak software architecture, and engineering squads lack revenue and growth empathy. Tyriek McDaniel operates directly in that void.

With 15+ years of end-to-end immersion—spanning digital marketing execution, enterprise fundraising, agile product ownership, and technical systems leadership—Tyriek brings rare full-stack authority to digital modernization initiatives. Embedded within high-growth operating units, he directed cross-functional squads bridging marketing, engineering, data science, and operations to unlock multi-million dollar recurrent revenue lines.

Whether architecting customer data platforms (CDPs), instituting disciplined continuous product discovery, or turning paid acquisition workflows into predictive lifecycle programs, he eliminates friction between business goals and technical delivery.

Core Competency Dimensions
Marketing & GrowthOmnichannel acquisition & retention
Digital ProductContinuous discovery & backlog roadmap
Data & AnalyticsMulti-touch attribution & metrics
Customer ExperienceFrictionless UX & user journeys
Systems & APIsCDP, webhook pipelines & CRM
Business StrategyEnterprise revenue alignment
Tyriek McDaniel Executive Portrait

Tyriek McDaniel

Product & MarTech LeaderMemphis, TN • Open to Remote / Hybrid
Active Focus Areas
  • Enterprise CDP & MarTech Consolidation: Rationalizing stacks for unified audience activation and identity resolution.
  • Rigorous Product Discovery: Transitioning engineering orgs from feature factories to outcome-driven sprint cadences.
  • AI-Assisted Operational Workflows: Embedding generative tooling into creative, content, and analytics pipelines.
Executive Leadership Tenet

“High context, ruthless prioritization, and building lasting empathy between marketing, growth teams, and software engineers.”

Certified: CPM • CSPOSchedule Briefing
Specialized Capabilities

Enterprise MarTech & Product Architecture

A comprehensive blueprint of technical and strategic proficiencies cultivated through 15+ years of digital modernization at scale.

6 Specialized Domains

Marketing Technology Strategy & Architecture

Evaluating, selecting, and architecting modern MarTech ecosystems. Rationalizing redundant software, reducing tech debt, and integrating enterprise CDPs with downstream campaign orchestration tools.

CDP DeploymentStack RationalizationTooling GovernanceRFP & Procurement

Digital Product Management & Discovery

Continuous customer discovery methodologies. Conducting 40+ structured user interviews, designing opportunity solution trees, rapid interactive prototyping, and quantitative experiment validation.

User Interviews (40+)Solution TreesPrototype TestingBacklog Delivery

APIs, Integrations & Systems Architecture

Establishing rock-solid API pipelines between social platforms, payment gateways, CRM databases, and event buses. Aligning back-end technical reality with business SLA requirements.

REST APIs & WebhooksCRM SyncEvent StreamingEngineering Specs

Digital Analytics & Attribution Modeling

Architecting tracking taxonomies, event tracking specifications, server-side tagging, and multi-touch attribution systems. Building executive dashboards that translate data noise into capital allocation decisions.

Multi-Touch AttributionServer-Side TrackingFunnel OptimizationGA4 & Looker

Paid Media, Performance & Acquisition

Leading scaled direct-response acquisition teams. Directing $1M+ paid media investments across Meta, Google, and emerging channels with deep audience segmentation, lookalike models, and CAC compression.

$1M+ Budget GovernanceMeta & TikTok AdsCAC vs LTV ModelingAudience Graphs

Cross-Functional Leadership & AI Innovation

Unifying siloed engineering, brand, UX, and compliance departments into high-velocity squads. Piloting generative AI and conversational automation to eliminate manual marketing operations friction.

Generative AI WorkflowsConversational ChatbotsAgile Team CoachingExecutive Buy-In
Track Record of Scope & Scale

Executive Career Progression

An evolutionary timeline tracking progressive leadership expansion, increasing revenue responsibility, and organizational influence across enterprise digital modernization initiatives.

Current / Executive Scope

Product Manager — Marketing Technology & Digital Platforms

Enterprise Non-Profit Healthcare & Research Institution
2022 – Present

Spearheading product strategy and technical roadmaps across enterprise marketing platforms and donor-facing digital systems. Leading cross-functional squads (engineering, UX, analytics, data engineering) responsible for customer data unification, continuous discovery, and multi-channel revenue engines.

Continuous DiscoveryCDP ArchitectureEngineering Squad LeadershipExecutive Stakeholder Alignment
Leadership & Delivery

Manager — Digital Platforms & Tooling

Enterprise Non-Profit Healthcare & Research Institution
2020 – 2022

Scaled digital tooling infrastructure supporting major nationwide initiatives. Established release governance, aligned the technical backlog with nine-figure revenue targets, and managed vendor integrations across payment processors and automated outreach systems.

Release GovernanceVendor IntegrationPlatform ScalingTool Modernization
Revenue & Acquisition

Manager — Performance Marketing & Social Acquisition

Enterprise Non-Profit Healthcare & Research Institution
2017 – 2020

Built and directed a premier digital marketing and acquisition team managing over $1,000,000 in annual direct-response paid media. Spearheaded social fundraising innovations on Meta and peer-to-peer networks that onboarded hundreds of thousands of active donors.

$1M+ Ad SpendSocial Acquisition EnginesPeer-to-Peer AcquisitionPerformance Analytics
Agile Transformation

Senior Product Owner — Digital Portals

Enterprise Non-Profit Healthcare & Research Institution
2015 – 2017

Defined sprint objectives, epics, and technical user stories for digital fundraising portals. Partnered with technical architects to translate high-level marketing campaigns into responsive web experiences with zero down-time during national broadcast campaigns.

Scrum GovernanceUser Story ArchitectureHigh-Traffic ResiliencyCross-Functional Roadmapping
Foundational Mastery

Senior Marketing Technologist

Enterprise Non-Profit Healthcare & Research Institution
Foundational Tenure

Hands-on configuration and engineering of marketing automation workflows, tag management architectures, behavioral pixel implementations, email deliverability, and real-time CRM synchronizations.

Marketing AutomationTag ManagementCRM Sync ScriptsData Governance
Strategic Impact Showcase

Verified Case Studies & Product Initiatives

Detailed teardowns of enterprise initiatives demonstrating how customer discovery, agile execution, and MarTech integrations translate into measurable organizational transformation.

Flagship Product DiscoveryLead Product Manager

High-Value Recurring Giving Experience: Transforming Monthly Donor Upgrades

The Challenge: Upgrading existing monthly recurring donors is the lifeblood of institutional stability. The previous legacy process relied on clunky web forms, disconnected authentication, and high-friction customer journeys that leaked high-intent donors at an unsustainable rate.

Strategic Execution: Initiated a comprehensive continuous discovery cadence. Conducted 40+ qualitative, 1-on-1 donor discovery interviews, drafted detailed behavioral journey maps, and isolated core friction drivers (security hesitation, unnecessary credential hurdles). Built lightweight clickable Figma prototypes and tested iterative variants with real donor cohorts before writing production code.

Product DiscoveryUX Research (40+ Sessions)Conversion Rate OptimizationExecutive Buy-In
Read Deep Dive
Quantified Results
~20xHigher Monthly UpgradesDramatic jump in completed upgrade actions compared to historical benchmarks.
Before
20x After
Impact: Substantial recurring lifetime value (LTV) gains across key donor segments.
Organizational DesignProduct Manager & Squad Leader

Decentralized Product Squad: Building Technology Directly Inside the Business Unit

The Challenge: Centralized corporate IT queues produced severe 6-to-9 month delays for critical marketing innovations and rapid-response campaign features, causing missed revenue windows for major institutional fundraising drives.

Strategic Execution: Advocated for and operationalized an embedded technical product squad directly inside the fundraising operational unit. Established autonomous two-week sprint cadences, defined clear architectural guardrails with enterprise security, and introduced lean product delivery rituals.

Organizational ArchitectureAgile Operating ModelDirect Revenue AlignmentIT Governance
Read Deep Dive
Quantified Results
60%Reduction in Cycle TimeFeature ideas went from concept to production in weeks rather than months.
$100M+ Revenue Stream

Direct technical delivery support for massive enterprise revenue channels.

Impact: Eliminated bureaucratic friction between business leadership and engineers.
Data Systems & CDPProduct Manager — MarTech & Data

Social Media Data & CDP Integration Roadmap: Solving Audience Fragmentation

The Challenge: Millions of interactions across Meta, TikTok, and social campaigns lived in siloed third-party walled gardens, creating fragmented donor histories, blind marketing attribution, and duplicate messaging.

Strategic Execution: Architected the enterprise roadmap for integrating social platform data, webhook ingestion pipelines, and CRM identity resolution into a unified Customer Data Platform (CDP). Authored technical data requirements, mapped cross-channel event schemas, and aligned privacy/compliance protocols.

Customer Data Platform (CDP)Identity ResolutionWebhook Data PipelinesData Governance
Read Deep Dive
Quantified Results
UnifiedDonor View & Identity ResolutionConnected social behavioral events to real CRM donor IDs in real-time.
Predictive Targeting

Enabled automated triggers based on cross-channel lifecycle signals.

Unified Identity Graph

Connected social behavioral events to real CRM customer master records in real-time.

Predictive Targeting

Enabled automated triggers based on cross-channel lifecycle signals.

Impact: Foundation for true multi-touch attribution and automated retention journeys.
Growth & PerformancePerformance Marketing & Acquisition Lead

Paid Social Growth & Fundraiser Acquisition: Deploying ~$1M Budget at Scale

The Challenge: Acquire net-new social fundraisers at a cost-per-acquisition (CPA) that sustains positive first-year lifetime value, while navigating platform algorithmic shifts and tightening privacy controls (iOS 14+).

Strategic Execution: Directed end-to-end paid media strategy across Meta and emerging channels. Implemented rigorous ad creative testing frameworks, dynamic audience lookalikes, server-side Conversions API (CAPI) setups, and automated pacing dashboards to safeguard capital efficiency.

Performance MarketingPaid Social GovernanceMeta Conversions APIUnit Economics
Read Deep Dive
Quantified Results
$1M+Annual Spend ManagedScaled budgets while steadily lowering acquisition costs per active fundraiser.
Thousands Monthly

Delivered high-volume new donor onboarding with sustained activation rates.

Impact: Proven rigor in direct performance marketing stewardship and capital efficiency.
Conversational AI & InfrastructureProduct Manager & MarTech Lead

Enterprise Chatbot & MarTech Foundations: Automated Inbound Engagement

The Challenge: High volumes of repetitive inbound donor questions overwhelmed donor care representatives during peak campaign events, resulting in multi-day response delays and abandoned contributions.

Strategic Execution: Pioneered an enterprise conversational AI assistant. Engineered decision-tree routing, live-agent escalation protocols, and CRM automated updates. Connected conversational endpoints with real-time receipt generation and FAQ resolution.

Conversational AIWorkflow AutomationService IntegrationMarTech Infrastructure
Read Deep Dive
Quantified Results
35%Inquiries AutomatedFirst-touch issues resolved instantly without human intervention.
Instant Response Time

Prevented high-intent donor drop-offs during crucial fundraising windows.

Impact: Established reusable architectural blueprints for AI operationalization.
Executive Qualifications

Verified Credentials & Education

Continuous formal commitment to product craft, agile leadership methodologies, and marketing management excellence.

Certified Product Manager (CPM)

Verified
Product School

Rigorous executive product management framework: product strategy, user discovery, hypothesis testing, metrics-driven roadmapping, and cross-functional squad execution.

Certified Scrum Product Owner (CSPO)

Verified
Scrum Alliance

Mastery in Agile delivery, backlog prioritization, sprint ceremonies, epic definition, user value optimization, and velocity governance.

Coursework in Marketing Management

Western Governors University

Advanced foundational curriculum centered on consumer behavior, quantitative marketing research, digital campaign economics, and corporate strategy.

Official Executive Dossier

Download Comprehensive Executive Resume

Contains complete career history, platform certifications, technical architecture proficiencies, leadership competencies, and verified business outcomes.

Document FormatPDF (ATS-Optimized)
Target Leadership ScopeDirector / VP Product & MarTech
Current Version2025 Executive Edition
Download Tyriek McDaniel Resume (PDF)Updated for Executive Search & Institutional Advisory
Executive Dialogue

Let’s discuss MarTech leadership, product strategy, or digital transformation.

Open to Director / VP-level executive product and MarTech opportunities, board advisory engagements, and specialized transformation consulting.

Direct Inquiriestyriek.mcdaniel@gmail.com
Professional Networklinkedin.com/in/tyriek
Location PreferenceMemphis, TN • Available for Remote & Hybrid Executive Leadership
Currently actively screening select strategic product & MarTech leadership mandates.

Send Strategic Message

Direct confidential transmission. Tyriek responds personally within 24 to 48 hours.